MyGlamm buys BabyChakra to build a content operation

MyGlamm buys BabyChakra to build a content operation

What happened — MyGlamm, one of India’s upcoming DTC cosmetics vendors, acquired BabyChakra, a new-parents focused content platform. Deal value is unknown, but we’d imagine an all-stock arrangement.

BabyChakra basically runs a bunch of communities on FB, Insta, and elsewhere, combined with an online forum that answers questions that young parents might have, along with product recommendations.

What’s next — MyGlamm wants to double down on content, and will spend ₹100 crores to build upon BabyChakra’s existing content-to-community-to-shopping experience that helps MyGlamm push its own products in emerging categories like babycare. FYI, MyGlamm had recently raised $71 million from Amazon.

Big picture — it’s inevitable that more consumer players own niche content properties going forward, as a hedge against rising customer acquisition costs, and clogging marketing channels like Insta and FB.